The Influence of UGC on Consumers' Information Process on Service Failure

Authors:
Te-Lin Chung
Affiliations:
Department of Apparel, Events, and Hospitality Management, Iowa State University, Ames, IA, USA
Venue:
International Journal of E-Services and Mobile Applications
Year:
2012

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Abstract

This study explores the influence of user-generated content UGC on consumers' post-purchase information process when a service failure occurs. Fairness theory, which regards counterfactual thinking CFT and judgments of blame as two key constructs in processing negative experiences, is applied in this study. In a scenario-based experimental study, the presence of UGC positive, negative, or not presented, and the transaction medium online or offline were manipulated. This study contributes to current literature on UGC with the aspect of service failure that is rarely discussed. It also adds to the literature on fairness theory, which has primarily focused on the offline contexts. Results are further explored in the article.